Marketing
Department Head: Rajesh Bagchi
Richard E. Sorensen Junior Faculty Fellow and Professor of Marketing: Rajesh Bagchi
Virginia-Carolinas Professor of Purchasing Management and Professor of Marketing: Paul M. Herr
Graduate Program Director: Mario Pandelaere
Kathleen Grega Digges Professor in Entrepreneurial Studies: David Brinberg
Robert H. Digges Professor of Entrepreneurial Studies: Dipankar Chakravarti
Mary F. McVay and Theodore R. Rosenberg Junior Faculty Fellow and Prof. of Marketing : Frank May
Professor and Real Estate Fellow: M.J. Sirgy
Associate Professors: E. Coupey, Frank May, and M. Pandelaere
Assistant Professors: S. Goenka, J. Jiang, S. Madan, B. Turner, and Y. Xu
Visiting Assistant Professor: R. Crabbe
Emeritus Faculty: N. Klein, J. E. Littlefield, M. M. Bird, and J. E. Keith
Professor of Practice: B. Collins
Associate Professor of Practice: Donna Wertalik
Advanced Instructor: T. Reilly
Instructor: C. Swayne
Adjunct: J. Hsu
Advising: Pamplin College of Business, Undergraduate Programs Advising Center is located at 1046 Pamplin Hall. Students may schedule appointments by calling (540) 231-6602.
Overview
Marketing grows out of the concept of exchange between buyers and sellers. Driven by the needs and wants of the consumer, marketing managers develop new products, assign effective price levels, create promotional strategies, and develop the best distribution plans to guarantee that products reach the final consumer. Marketing also plays a crucial role in managing the efficient flow of goods and services from businesses to businesses. And managing marketing is growing even more exciting as technology and the internet enable managers to stay in closer contact with their customers and better manage this relationship. Marketing by manufacturing firms is well-known. Service industries such as banking and health care, however, are increasingly relying on marketing to improve service quality and delivery. Non-profit organizations, such as Habitat for Humanity and the American Red Cross, also use marketing to deliver social goods and services. All of these organizations benefit when they are able to use marketing concepts and tools to better understand their clients and design unique offerings that can meet their clients' needs.
The undergraduate program in marketing management is designed to offer the student a broad business education with an emphasis on professional training for development of marketing strategies and managing marketing operations. Virginia Tech Marketing graduates pursue a range of careers. They take jobs in marketing management, sales, advertising, retailing, and consulting positions in companies small and large. The curriculum is designed to provide core skills in marketing and to support this broad range of potential career interests.
In addition to the undergraduate program, the faculty in marketing management offer a master's and a doctoral degree for those students interested in more technical positions, such as marketing research; more rapid promotion with certain employers; or positions in higher education.
The department participates in the Cooperative Education Program in which qualified students may alternate semesters of study with semesters of professional employment.
The Marketing Department currently offers three degree options: Marketing- no concentration, Marketing- Sales concentration, and Marketing- Digital Marketing Strategy Concentration. In addition to the major, Marketing offers minors in Professional Sales and Digital Marketing Strategy to non-Marketing majors within the College of Business only.
The Professional Sales concentration and minor provide students with the knowledge and skills necessary to successfully enter the field of professional sales. Students will learn the necessary knowledge and skills needed to compete successfully in the respective field.
The Digital Marketing Strategy Concentration and minor provides students with the knowledge and skills to enter Marketing and related fields with technical experience in Digital Product delivery and developing, analyzing, and enhancing firms' products on the web, mobile, and social networks.
Requirements
Degree Requirements
The graduation requirements in effect at the time of graduation apply. When choosing the degree requirements information, always choose the year of your expected date of graduation. Requirements for graduation are referred to via university publications as "Checksheets". The number of credit hours required for degree completion varies among curricula. Students must satisfactorily complete all requirements and university obligations for degree completion.
The university reserves the right to modify requirements in a degree program. However, the university will not alter degree requirements less than two years from the expected graduation year unless there is a transition plan for students already in the degree program.
Please visit the University Registrar website at http://registrar.vt.edu/graduation-multi-brief/index1.html for degree requirements.
Minor Requirements
The requirements to earn a minor in Professional Sales can be found on its checksheet by visiting the University Registrar website at http://registrar.vt.edu/graduation-multi-brief/index1.html.
The requirements to earn a minor in Digital Marketing Strategy can be found on its checksheet by visiting the University Registrar website at http://registrar.vt.edu/graduation-multi-brief/index1.html.
Undergraduate Course Descriptions (MKTG)
2954: BUSINESS STUDY ABROAD This course provides students with an international business experience. It is only offered as part of a program outside of the United States. Students will learn from the structured educational experience developed by the faculty leader. This course is intended for students who want to develop marketing-related free electives. Pre: Instructor’s consent and the completion of 24 semester hours with a minimum GPA of 3.0 or departmental consent. Variable credit course.
2964: FIELD STUDY Variable credit course.
2964H: FIELD STUDY Honors section. Variable credit course.
2974: INDEPENDENT STUDY Variable credit course.
3034 (REAL 3034): REAL ESTATE MARKET ANALYSIS Market potential of residential, retail, office and industrial, hotels and resorts, and mixed use real estate development projects. Market analysis, identifying a market area, conducting demand and supply analyses, reconciling demand and supply. Pre: REAL 2034, (ECON 2005 or AAEC 1005). (3H,3C)
3104: MARKETING MANAGEMENT Study of the marketing process from a macro and management viewpoint. The macro viewpoint includes the role of marketing in society. The management viewpoint includes the product, distribution, promotional, and pricing decisions. Junior standing required. (3H,3C)
3104H: MARKETING MANAGEMENT Study of the marketing process from a macro and management viewpoint. The macro viewpoint includes the role of marketing in society. The management viewpoint includes the product, distribution, promotional, and pricing decisions. Junior standing required. (3H,3C)
3504: ADVERTISING Survey of advertising principles and its applications. The course covers advertising history, the impact of advertising on society, and ethical and regulatory issues. The process of creating and placing advertising is explored including advertising objectives, budgeting, media planning and mix, creative objectives and strategy, copy execution and production, and copy testing. Junior standing required. Pre: 3104 or 3104H. (3H,3C)
3954: STUDY ABROAD Variable credit course.
4144 (CHE 4144): BUSINESS AND MARKETING STRATEGIES FOR THE PROCESS INDUSTRIES Business strategies and industrial marketing concepts, and their application in the chemical, pharmaceutical and related process industries. The course is designed for engineers and other students planning a career in the process industries. Junior standing required. Pre: ECON 2005. (3H,3C)
4154: MARKETING RESEARCH This course is a study of the scientific process of problem solving in a marketing context. It includes concepts of problem definition, hypotheses generation, questionnaire development, research design, implementation, analysis, and interpretation of statistical findings. Junior standing required. Pre: (3104 or 3104H), (BIT 2405 or STAT 3005), BIT 2406. (3H,3C)
4204: CONSUMER BEHAVIOR An integrated analysis of individual and environmental influences on consumer decision making, purchase, and consumption behaviors with strong emphasis on implications for developing, executing, and assessing marketing strategy. Junior standing required. Pre: 3104 or 3104H. (3H,3C)
4204H: CONSUMER BEHAVIOR An integrated analysis of individual and environmental influences on consumer decision making, purchase, and consumption behaviors with strong emphasis on implications for developing, executing, and assessing marketing strategy. Junior standing required. Honors section Pre: 3104 or 3104H. (3H,3C)
4254: PRODUCT AND PRICE MANAGEMENT Emphasis on strategic branding and product planning within the context of marketing management. Analysis of economic, financial, legal, and marketing principles to make effective pricing decisions. Examination of relationships between product and price management. Junior standing. Pre: (3104 or 3104H), 4154, (4204 or 4204H). (3H,3C)
4264: ANALYTICS FOR MARKETING Integrates conceptual and quantitative aspects of marketing. Provides concentrated emphasis on the role of analytical and computer models to enhance marketing decision making. Emphasis on managerial decision making in key areas, including segmentation and targeting, positioning, forecasting, new product design, forecasting and pricing. Role of consumer perceptions and behaviors on decision making. Hands-on experience with model building and using analytical tools. Pre: (3104 or 3104H), 4154, (4204 or 4204H). (3H,3C)
4304: MARKETING COMMUNICATIONS Theory and application of an organization’s marketing communications function. Includes traditional and digital channels. Development of a marketing communications plan, situation analysis, setting communication goals, creating message strategy, implementing the strategy using promotional mix variables, planning traditional and social media, and determining the communication budget. Junior standing. Pre: (3104 or 3104H), (4204 or 4204H). (3H,3C)
4354: MARKETING CHANNELS AND LOGISTICS Management of the firm’s distribution function. Study of the structure, functions, interactions, and activities of marketing channels. Analysis and development of integrated physical distribution and logistics systems for the firm. Junior standing required. Pre: (3104 or 3104H), 4204, (BIT 2405 or STAT 3005), BIT 2406. (3H,3C)
4404: FIELD PRACTICUM IN MARKETING Application of marketing concepts and theories to a specific business concept. On-site performance of marketing activities and a written analysis of the firm’s marketing strategy and execution. Junior Standing Pre: 3104 or 3104H. (3H,3C)
4454: SALES FORCE MANAGEMENT Integration of behavioral research to provide an understanding of the role of the salesperson within the sales organization and in relation to the buyers. Personal selling examines the dyadic interaction between buyer and seller. Managing the sales force covers planning, organizing, directing, and controlling the activities of the sales personnel. Junior standing required. Pre: 4554, (3104 or 3104H), 4204. (3H,3C)
4554: RELATIONSHIPS AMONG BUYERS AND SELLERS Management of relationships between buyers and sellers among marketing organizations. Organizational buying, personal selling, and relationship marketing. The buying center and buying roles, the buying situation, the purchasing role, the sales process, personal selling approaches, negotiation, power and dependence, conflict resolution, and relational exchange. Pre: 3104 or 3104H. (3H,3C)
4604: RETAIL MANAGEMENT Analysis of managerial problems in retailing establishments, including traditional and online formats. Focus is on operational problems, retail and e-retail store organization, location analysis, buying, selling, sales promotion, and merchandise handling. Junior standing required. Pre: 3104 or 3104H. (3H,3C)
4644: MARKETING, SOCIETY AND THE PUBLIC INTEREST The impact of marketing on society from a multi- disciplinary and multi-stakeholder perspective. Marketing’s role in solving societal problems is explored. Topics include at-risk market segments, controversial products and practices, and issues of social justice. Pre: 3104 or 3104H. (3H,3C)
4704: INTERNATIONAL MARKETING Assessing international markets, comparing marketing systems; management of international marketing operations; focusing on distribution, promotional, and pricing problems faced by firms engaging in world trade. Junior standing required. Pre: 3104 or 3104H. (3H,3C)
4734: REAL ESTATE MARKETING This course extends the fundamental concepts of marketing into the study and practice of real estate. The course is concerned with the topics of demographic analysis, market information systems, market research, and marketing strategy of residential and commercial real estate, with particular emphasis on the important area of real estate personal selling. Junior standing required. Pre: 3104 or 3104H. (3H,3C)
4754: STRATEGIC MARKETING An integrative course in marketing policy and strategy, employing comprehensive case problems in the formulation of marketing action programs and business policy. Senior standing required. Any one of the following Marketing prerequisites--4304, 4354, 4554--may be taken concurrently with 4754. Pre: (3104 or 3104H), 4154, (4204 or 4204H). (3H,3C)
4754H: STATEGIC MARKETING An integrative course in marketing policy and strategy, employing comprehensive case problems in the formulation of marketing action programs and business policy. Senior standing required. Any one of the following Marketing prerequisites - 4304, 4354, 4554 - may be taken concurrently with 4754H Pre: (3104 or 3104H), 4154, (4204 or 4204H). (3H,3C)
4774: ADVANCED PROFESSIONAL SELLING Advanced theory and practice of professional selling with primary focus on the professional sales process, analysis of associated strategic and ethical issues, and acquisition of critical skills required of successful salespeople. Builds on foundation created in Buyer/Seller Relationship (MKTG 4554) to expand knowledge and skills of students considering career in professional sales. Pre: 4554, 4204, (3104 or 3104H). (3H,3C)
4954: STUDY ABROAD Variable credit course.
4964: FIELD STUDY Variable credit course.
4964H: FIELD STUDY Honors section. Variable credit course.
4974: INDEPENDENT STUDY Variable credit course.
4984: SPECIAL STUDY Variable credit course.
4994: UNDERGRADUATE RESEARCH Variable credit course.
4994H: HONORS UNDERGRADUATE RESEARCH Variable credit course.